The Ultimate Guide to PPC Advertising

The Ultimate Guide to PPC Advertising

The return on investment for PPC advertising is close to 200% . The return on investment for PPC marketing is $2 per $1.

PPC is an aspect of search engine marketing where advertisers place their ads on various platforms such as search engines and social networks.

Pay per Click Advertising allows businesses the opportunity to bid on keywords that are relevant to their products and services. They can also pay the publishing site for each click they receive on their website.

Pay-per-click marketing, whether you are a marketer/business owner, is a great strategy. It has a high return rate.

PPC advertising can be confusing for newbies. You should learn how PPC works, and how it can benefit your brand long-term.

See our services : Backbase


This article will explain in detail the concept of PPC marketing. I will be discussing the top PPC platforms and how they can help position your brand to compete with other businesses.

Let’s begin!


What is PPC?


PPC stands to pay-per-click. This is search engine advertising in which the advertiser pays for each click on an advertisement that appears on search engines or on web pages that are part of the display network.

PPC not only improves click-through rates, website traffic, but also leads to quality leads for your brand.

PPC, if done right, can yield a high ROI and further maximize profit margins.

This is an example PPC ad that was used to search for “best PPC tools”.


What is Pay-Per-Click (PPC), and how does it work?


Keywords are the most important factor in PPC campaigns. Your keywords will determine the cost of your ads campaigns. If you select a competitive keyword, you will be charged a higher price.

PPC is a great way to make your products and services visible to the right audience. They actively search for keywords related to your chosen niche and location.

A well-designed PPC campaign can bring you qualified leads who are more likely to buy. You can get a significant return on your investment by saving money from potential customers beyond the cost of clicks to the publisher.

PPC advertising works differently on different platforms. However, the process is the same for all platforms.

These are the most popular ways that pay-per-click works.

  • Based on your marketing goals choose the format and display method for your ad and what type of campaign you would like.
  • Register for an account on advertising platforms like Google Ads and Meta Ads.
  • Use keywords and phrases to create innovative and customer-focused advertising groups.
  • Next, you will need to determine a price and a budget for each click.
  • Your bidding price will now be set and the ad will go up for auction to other advertisers who are looking for the exact keywords.
  • Your ad’s rank and how it will appear will depend on the results of the ad auction.
  • Final note: You pay for each click that you receive from these visitors.

The Best PPC Platforms

These are the top PPC platforms.

1. Google Ads


Google Ads is one of the most well-known ad networks. It allows you to market your product or service online to users to increase brand awareness and drive traffic to your website.

Due to its popularity and reach among the audience, it is highly in demand.

You can place AdSense-accepting ads on Google search results and other websites through the Google Ads network.

Ad creative can take the form of text or image, gif, video, or both.

To rank higher in search engines, shoppers must use certain keywords or phrases that relate to your niche. Your ad rank on search engines (SERP) will be higher if your bid is the highest in the Google Ad Auction.

These are the main features of Google Ads.

  • AdWords Express is a unique feature that allows small businesses to manage keywords and advertise placements.
  • Google Ads Editor is one of the most popular Google Ads features. It’s a downloadable program that lets you make bulk changes to your ads and edit them offline. It also allows you to track your ad performance.
  • Keyword Planner is a Google Ads tool that allows you to access data from Google Searches and other resources. It can help you plan your marketing campaigns.
  • The Reach Planner allows you to forecast traffic and reach the maximum extent of video ads on YouTube or Google Video Partners websites. This tool allows you to select your target audience.

Google Ads gives you control over your digital advertising costs. Only pay for the results you achieve through clicks on your ad.

You only need to set a budget and a limit for how much you will spend on Google Ads.

The platform estimates your clicks and calls based on your budget. Your campaigns can be stopped or started at any time.

Promoters can get expert help from the platform to set up their Google Ads account or figure out their budget.

2. Microsoft Ads


Microsoft Ads is a popular online advertising platform that can take your brand to 653,000,000 unique monthly searchers and 208,000,000 unique users using native advertising methods.

Microsoft Ads has a unique feature that allows you to import campaign data from Google Ads or Facebook Ads. This simplifies the process of getting started.

Microsoft Ads helps you reach targeted audiences with high-buying potential. It creates personal experiences by using powerful audience intelligence to enhance campaign performance and landing pages quality.

These tools allow you to create ads in various formats such as text for search and responsive placement.

Microsoft Ads can be placed on search engines and Microsoft audience networks (MSN Outlook Edge Browser, Outlook, MSN) as well as quality partner sites such LinkedIn.

Micrsoft Ads can be signed up free of charge. There is no minimum or maximum advertising cost.

Only pay the advertising platform for clicks via ads.

You can also set a budget for your advertisement, and then adjust your spending each day.

3. Facebook Ads


Facebook is used by more than 2 billion people and nearly 1.6 billion people around the world are connected to small businesses on Facebook. It is a powerful advertising platform that can increase brand awareness within your niche.

Based on users’ behavior, interests, demographics, activity, and other factors, Facebook ads are shown to them. The platform offers a variety of ad formats, including single images, slideshows, carousels and videos.

This platform allows you to create and manage innovative campaigns using self-serve tools, and track their performance with simple-to-read reports.

As you will find your target audiences on Facebook, you don’t need to worry about who your audience is. Facebook Ads offers multi-channel marketing, which is an added benefit.

Advertisements can be displayed on Facebook, as well as on other platforms such Messenger, Instagram, Audience Network, Messenger and Messenger. You can also display social ads on mobile devices.

You can also set your daily, lifetime and desired duration of your PPC campaigns. This allows you to control your spending so that you don’t go overboard.

Essential PPC Tools

These are the best PPC tools you should have:

1. Google Analytics


Google Analytics PPC dashboard allows you to monitor all key metrics related to your pay-per click campaigns. This software can help you optimize your marketing campaigns, make better business decisions, and maximize your return on ad spend.

Google Analytics allows you to monitor your Ads performance across other platforms such as Facebook Ads and Bing Ads.

2. Google Merchant Center


Google Merchant Center allows you to import your product and store information into Google and display it to global buyers.

Google is the number one search engine for shoppers when they are looking for the best deals on a product or shop. Google Merchant Center allows you to set up promotions for shopping ads in order to increase ad visibility.

To attract more qualified leads and traffic, you can also create a site-wide promotion for your ad that allows users to apply to any or all of your products.

It provides 2x higher return on advertising spend and an 8-15% rise in conversion rates.

3. Microsoft Advertising Manager


Microsoft Advertising Editor is a desktop application that allows you to manage your Microsoft PPC campaigns. You can download it as a PPC tool to manage paid search ads and audience network management.

This software lets you manage your ads online and offline. With just one click, you can quickly make changes to your campaign and then post the updated version.

Microsoft Advertising Editor lets you create and edit PPC ads, manage millions of keywords and more. It can be scaled to any size you need.

4. Ahrefs


Ahrefs, a PPC competition analysis tool, monitors the growth and development of your competitors.

Ahrefs is a tool that can be used to assess the performance of your pay-per click campaigns and to identify top keywords that are being used by your competitors.

Site Explorer will allow you to enter the domain of your competitor and then take you to the PPC Keywords report. This will show you the keywords they are bidding on for paid search.

If I own an eCommerce website, I can use Shopify to analyze keywords that they bid on. Here’s an example:


5. Semrush


Semrush, another popular PPC marketing tool, helps you identify your top paid search competitors and view the keywords they are bidding for. To create engaging ads, you can also see examples of their live ads.

PLA research can help you determine the pricing strategies of your competitors.


The Semrush PPC Keyword Tool allows you to set match types, clean keywords and remove duplicates. You can also save money by removing conflictsing keywords.


6. Keyword allows you to search for keywords that are relevant to your business and find the most leads.

This tool provides a complete list of keywords that people use when searching for products or services in your niche.

Keyword searches for keywords and phrases that are relevant to advertising platforms like YouTube, Google, Bing and Amazon.

7. Databox


Databox, a PPC reporting tool, allows you to define goals, monitor your ads performance and receive real-time data that can be used to make important marketing decisions.

It collects all of your PPC data from various sources, including Google Ads and LinkedIn Ads as well as Facebook Ads and TikTok Ads. The PPC report can be used to quickly gain insight into your social media performance and prove the ROI.

It offers a free forever plan that includes 3 data source connections, all the standard features, and 60+ integrations.

The pay plan starts at $72/mo, and can go up to $231/mo.

PPC Keyword Research


These are the steps you should take when conducting keyword research for PPC:

  • Set your PPC goals: Before you begin your keyword research, it is important to define your campaign goals. These goals could include the path your prospects will take to get to the top of the conversion funnel, or the number of clicks and conversions you are aiming for within a given time. These objectives can be used to help you understand the intent of your visitors by researching keywords.
  • Use automated tools Manually researching keywords can take up a lot time and effort. This could lead to missed opportunities to reach a lot more prospects. It is not easy to search for keywords. You can use automated keyword tools such as Ahrefs and SEMrush to ensure that you are targeting the correct keywords.
  • See keyword metrics: Keyword potentials and relative importance may vary between keywords. To determine their relevancy, you should examine the monthly volume and cost per view of keywords. To get the best keywords in your marketing budget, it is important to find the right mix of cost and volume.
  • See what’s working: Perform a competitor analysis using SEMrush, Ahrefs or any other tool. Simply enter the website of your competitor and you can grab their top-performing keywords.
  • Target your data: After you have your keywords ready, it is time to target them in the most relevant searches. The target matches can be divided into three types: broad match, phrase match and exact match. As the name implies, these three categories are used. The broad match returns results that include exact keywords and phrases related to the keyword. The phrase match returns narrower results than a broad match using the same approach. Exact match targets search the exact keyword. Your search targets should be more specific to increase conversions. Serious leads will likely use specific searches.

How to manage a PPC campaign


These are the steps to a successful PPC campaign management

  • Optimize Your Website: Optimizing a website is the most important step in PPC management. Your conversion rate will increase the more optimized your website is. Shoppers don’t want to be disappointed by clicking on an advertisement and not finding any relevant information.
  • Select a bidding system: Your budget, marketing goals and experience with PPC will all play a role in your decision. There are two options: manual bidding or automated bidding. Manual bidding allows for you to set a maximum cost per click. Automated bidding, on the other hand requires less effort and a higher price.
  • Manage your advertising budget. Paid advertisements have the benefit of keeping track of your budget. You can create and manage your pay-per-click campaign with minimal expenditure. Most ad platforms allow you to adjust or modify your budget as per your requirements.
  • Choose keywords and research them: Keyword research forms the foundation of any PPC campaign. Your entire PPC campaign will go stale if you don’t have the right keywords. By analyzing your competitors and looking at the shoppers’ perspective, you can ensure the success of your PPC campaigns and a higher conversion rate for each ad clicked. You can use the top PPC keyword research tools to find the right keywords.
  • Create an engaging advertisement: After your page has been optimized and you have your keywords list, it is time to create the main component of your PPC campaign, which will be a killer Ad. A short, concise ad will be more effective at attracting attention. Your ad should be specific and goal-oriented. You should also link to your most relevant page. Your PPC campaign could focus on products such as friendship day products.
  • Add CTA buttons: It is crucial that you include a call to action section in your advertisement which redirects to your website URL. Your CTA should be concise, clear, compelling, and concise.
  • Perform a test to determine if your PPC performance has been met. Now it is time to assess if you did a good job. It is important to measure the performance of your ads and make any necessary adjustments to increase ROI and yield. This can be done by applying the A/B test method. It involves running two identical advertisements but with significant differences in CTA, keywords and landing pages. Once you have identified which version is performing best, you can stop the less-performing advertisement and make the necessary adjustments to the improved one.

Key PPC Marketing Metrics To Track

These are the top PPC marketing metrics you should be tracking:


Clicks refer to the number of clicks that you receive on an ad campaign.

Cost per Click (CPC).

Cost per Click refers to the cost an advertiser pays for each click on their ad.

Click-through rate

The click-through rate is an aggregated percentage of ad views that ultimately results in clicks. This is the cost-per-click amount.

Impression Share

Impression share refers to the percentage of impressions that your ad has received in comparison to what it could have.

Conversion Rate

The conversion rate is the number of people who convert to valuable leads through completing the CTA on your landing page.

Qualitative Score

The quality score measures the effectiveness of your ads and compares them to other advertisers who bid for the same ad. This determines your ad positioning.

Total Conversion Value

The total conversion value is the sum of all conversions and unattributed conversions from your ads.


PPC is an instant marketing strategy that produces immediate results. You can quickly see what is working and what can be improved.

This PPC marketing guide will help you get started advertising on Google, Bing and other search engine marketing platforms.